Sex Appeal: The Art of Allure in Graphic and Advertising Design by Steven Heller (Allworth Press). Sex is such a part of our business, and this book helps you think about how sex and sensuality sell goods and services.

Leap: A Revolution in Creative Business Strategy by Bob Schmetterer (Wiley). This book provides good lessons from a top agency executive; it's really good for both business development and strategy people in helping them understand some thinking.

Advertising and the Mind of the Consumer by Sutherland & Sylvester (Allen Union). Sometimes you need an international academic perspective to help you think about consumer buying behavior, and this is the one and must-read for that!

Positioning for the Battle of your Mind by Trout & Ries (McGraw-Hill). If you have not read this, why are you in the business? It provides basic fundamental thinking!

Convergence Culture by Henry Jenkins. I heard him speak at an iMedia event and went out and ordered his book. Wow, his intelligence and analysis are so powerful. I'm a big fan, but you might need a Scotch when reading this!

Pyramids are Tombs by Joe Phelps (IMC Publishing). Phelps owns a strong agency in southern California. His book is fine reading, and will scare the hell out of traditional agency thinking. It's good for strategic drive!   

**Persuasion in Advertising by John O'Shaughnessy (Routledge). All advertising is to persuade, inform and remind. This academic tome guides you through some persuasive appeals.

Communities Dominate Brands by Ahonen & Moore (Futuretext). Scott Sorokin from Carat turned me on to this book and after one read I discovered that it is so important in helping us understand how communities work and can harness this intelligence for our business.

Emotional Intelligence by Daniel Goleman (Bantam). I am a fan of all of the EQ series, but I think that as we work in this business, we need some emotional stability to keep us sane. This is my chicken soup book, which goes well with a good French burgundy.

**Competitive Strategy by Michael Porter (Harvard Business School Press). One of my favorite must-reads, this book is a strategy driver and a classic. It helps you think of the overall picture and the forces that drive action.

Managing Brand Equity by David Aacker (Free Press). David Aacker is a Cal Berkeley marketing professor who gets it. His book is worth the read, and helps you frame your day-to-day business thought.

**The Imagination Challenge: Strategic Foresight and Innovation in the Global Economy by Alexander Manu (AIGA/New Rider Press). This is the OH WOW read, which I have sent to so many people. It brings the thinking together for 2007 and beyond.

How Customers Think by Gerald Zaltman (Harvard Business School Press). I think so much about how people buy goods and services so Zaltman's book frames some good thoughts. A must-read for creatives!

Life After the 30 Second Spot by Joe Jaffe (Adweek). Joe Jaffe is a friend, and I liked this book for the perspective it brings to the digital world.

The Paradox of Choice: Why More is Less by Barry Schwartz (Gayer Perennial). This is a good book with a cold beer and a hangover. It dredges up deep thoughts, but is well worth it.

Creative Advertising: Ideas and Techniques from the Best Campaigns by Mario Prichen (Thames & Hudson). I used this once as textbook and so fell in love with the whole book. It's good for anyone who wants to see how messaging works, and it provides great examples!

The above represents what should be on your shelves. These provide insight into all areas: strategy, creative, media and personal growth. I know that there are no "sales" books here. I am happy to recommend one or two of those, but a good salesperson in this business will be better for reading these. I would love to hear what's on your own list.

John Durham is president, sales and marketing, Jumpstart Automotive Media. Read full bio.